Bose acquires Skullcandy to help it reach a wider audience
Bose has acquired the consumer audio brand Skullcandy to expand its market reach beyond its traditional base of travelers and professionals. The company plans to maintain Skullcandy as a separate brand while integrating Bose's proprietary audio technologies into future Skullcandy products.
Why it matters
This acquisition signals a strategic shift for Bose to capture a younger, more lifestyle-oriented demographic by leveraging Skullcandy's existing brand identity and athlete partnerships.
Bose announced today it has acquired Skullcandy. Although the two companies are competitors in the consumer audio space, Skullcandy recently partnered with its new owner to bring several of Bose’s audio technologies — including its head-tracking spatial audio and excellent active noise cancellation (ANC) — to products like the Skullcandy Crusher 1080 ANC headphones and Method 360 ANC earbuds.
Specific details about the deal weren’t shared, but according to a news release, Bose plans to keep Skullcandy a separate brand that will become part of its premium consumer audio business. Skullcandy will remain based in Park City, Utah, where it was founded. The acquisition will help Bose expand the reach of its audio technologies, including its industry-leading noise cancellation, to a wider audience.
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